Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for Lynda.com, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at LinkedIn.com/in/ianlurie.

Comments

Good lesson Ian, I’ve read you on this topic before but for some reason Personas really stuck with me this time. I think I finally correctly understand them. 🙂 I’ve linked to this page from my site in hopes that some of my regulars will listen/read and will learn as I did. Matt 🙂

Ian, I love your voice. It is….well….conversational. Hmmmmmmm…. Wondered why there is no third option…hear the audio while looking at something. Or do you anticipate people will open both if they want to do that. I do think people will pay even though the written info is what is in your free downloadable eBook. Adding the audio is what does it. And I looked at the Teaching Sells website. Are you a member of that service? Are you thinking of doing the same thing…a member site with this info? If so, how do you keep someone from being a member, downloading the mp3 and then sending it to 100 of their best friends? Take a look at Articulate.com for another option that combines the visual and the audio. L

@Linda yes I’m a member on Teaching Sells, and that’s the plan. I’m also planning to offer an audio + video version for lessons that need it, plus worksheets. These lessons will go far, far deeper than my book, into specific tactics. The idea is to have a site where we’re always adding more information, more lessons, etc.. I’m not too worried about folks re-sending content to friends. If they send it to 100 friends, those are 100 people that otherwise wouldn’t have heard it, and if they like it, chances are good I’ll get a few more subscribers.

Yo, Ian! Great lesson. Your voice definitely didn’t make me want to cut my wrists. In fact, I’d say you had the right inflection, humor, etc. I enjoyed it and did what I normally do NOT do, and that’s actually do all of the things you said to do (writing down goals, audience characteristics, etc.) I wasn’t expecting much, truthfully – not much of a big podcast listener. But after listening to it, I can honestly say that I’d most likely pay for it (I say “most likely” because I haven’t seen the price yet.) Thanks!

Hi Ian, Been reading your blog for a while but never commented. For your Biggest Questions: 1. Will they pay for it – Sure thing – especially since the Podcast contained so much more information and explaination than the HTML “warm up” – Determining the pricing will be the bear. 2. Launch with 5-8 then add more. I don’t see why not. The greatest mistake I make in web and life waiting until everything is perfect the hitting the go button. Things are never perfect. I think you could launch with one and announce expected dates for more – what the topics will be and when available. 3. Your voice – great very conversational. There were moments where energy ebbed – but as you wrote your actual recording will have more energy. One caution about adding more energy make sure it real passion you feel – if you “cheerleader” your way through it that almost grates on peoples nerves more. Are you using a deadcat on your mic? That can help with popping p’s when your speaking. The mic did sound very clear and the p’s were not that bad. I saw in one of your answers something about a worksheet. This was one suggestion I would make – provide a Conversational Marketing branded worksheet for people to download to write down their 3 goals – persona info etc. That follows the lesson. For the podcast I thought there was a good mix of story to make a point and education. Have you thought about continuing the conversation with those who buy the education in a special area just for them. A forum of sorts where they can ask questions of each other and you. Thanks for this opportunity, Dina

Thanks Dina. I’ll let a little bit of the pricing cat out of the bag, and a bit more: 1. There will be a forum. 2. I will indeed include worksheets, and will update and adjust ’em according to how the audience likes ’em. 3. It will cost under $120/month, with no minimum number of months. So if folks want to sign up for a month and give it a shot, they can.

Great lesson Ian. Even I will suggest you that provide the Conversational internet marketing branded worksheet for people to download to write down their 3 goals. Any way energetic voice and great lesson…